Double Ug!! UGG 2010 Counterfeit results

Posted by | January 26, 2011 | General | No Comments

Yesterday, I reported on the unfair competition and deceptive trade practices suit filed against Deckers by UGGLEBO for Deckers’ use of the UGG trademark for clogs and footwear in the US.

(Yes, I too wonder why a woman wearing so little would want to wear furry lined boots, even if they are fashionable).

While I was researching the Ugglebo v. Deckers case, I noticed that Decker’s homepage contains a link to a January 10, 2011 News Release entitled, UGG(R) Australia Reports 2010 Anti-Counterfeit Results.  Let’s have a look  . . .

The press release revels that Deckers recently made its largest ever seizure of counterfeit UGGS: 244,648 pairs were seized from Putian City, Fujan Province, China on December 23, 2010.  According to Deckers’ website, the number of shoes seized in this raid exceeded the total pairs seized in all 118 raids made during 2010 combined.  Decker’s CEO, Angel Martinez commented that counterfeiting has negative business and social impacts, as human rights violations occur often occur in counterfeiting scenarios.  Here are some interesting facts from the UGG Counterfeiting press release:


Worldwide Customs seizures netted 154,829 pair of counterfeit UGG boots and shoes, a 245% increase over 2009.

Deckers succeeded in enforcing against 4,783 counterfeit-dedicated websites world-wide, a 190% increase over 2009.

Deckers succeeded in removing 2,350 sponsored links from search engines, disabling websites that sell counterfeit goods while also infringing on UGG Australia trademarks.  Deckers facilitated the take-down of 30,444 eBay and other auction site listings selling counterfeit UGG(R) Australia product, an increase of 130% over 2009.

Under the Anticybersquatting Consumer Protection Act (ACPA), Deckers filed suit to claim 374 URLs containing “ugg,” forcing the counterfeit websites to transfer the URLs to Deckers; under the same Act, Deckers filed for a temporary restraining order and preliminary injunction to freeze the PayPal accounts of 50 China-based counterfeit websites.

Deckers supported the US Department of Justice and Immigration Customs Enforcement (ICE)’s “Operation In Our Sites,” which took down more than 80 websites selling counterfeit product, including UGG(R) Australia, pharmaceuticals, DVDs and music CDs. [/framed_box]

Deckers also has a link to Counterfeit Education on its homepage, which contains information on why counterfeiting is wrong, how Deckers is approaching counterfeiting of its UGG brand, how you can avoid purchasing counterfeit products, and how you can help Deckers enforce its rights.  Given the worldwide popularity of the UGG brand, this upfront, assertive strategy makes a lot of sense.  Engaging the consumer through education is also really smart, for this brand.

BrandGeek BrandBite: Trademark registration is the first step in a series of steps that are necessary to protect your trademark assets.  No matter how small your brand is, trademark monitoring — is a good idea.  Policing — taking steps to remedy infringement once it’s discovered — becomes necessary to protect your brand once infringement is discovered.  As the UGG Counterfeit press release indicates, the bigger a brand becomes, the greater the chances of infringement.  Addressing infringement head on like Deckers has done protects its brand and its consumers.

About Lara

Lara Pearson is a trademark attorney with Exemplar, where she also serves as the firm's Sustainability Steward. Lara's legal practice focuses on trademark and copyright law, including: intellectual property audits; trademark search & clearance; trademark and copyright registration & maintenance; intellectual property transfers; transactional work; and dispute resolution, including litigation when necessary. Lara primarily represents other social enterprises -- those leveraging their businesses and brands as catalysts for positive social and environmental change. Such businesses engage in CSR (Corporate Social Responsibility) to have a positive "triple bottom line" of people, planet and profit. As Exemplar's Sustainability Steward, Lara works with others in her law firm to measure and reduce the firm's carbon emissions and encourage engagement in social responsibility initiatives, including pro bono legal work and volunteering. Lara is a proud member of the Social Venture Network. Brand Geek is a member of 1% for the Planet and a Certified B Corporation, whose Incline Village office is certified under the regional Keep the Sierra Green program. Exemplar Companies is the most innovative professional services firm in the New Economy. Our unique, diversified expertise spans the disciplines of corporate law, business advisory, and capital/investment banking to better meet the needs of our high-potential customers. We have assembled a comprehensive suite of service to meet the complex issues facing companies in today’s challenging business environment. Our unique, holistic approach ensures the growth and success – and greatly increases the competitive advantage - of our customers. The Exemplar team is comprised of knowledgeable, highly skilled experts in a wide range of industries and disciplines. They work closely with our customers to provide trusted advice, incomparable support, expert guidance and the ultimate competitive advantage as they accelerate their businesses and position themselves to transform industries.

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